Branding • Brand Messaging • Website Design + Development • Trade Show Booth Design + Event Support • Email Marketing • Social Marketing
The Client
A family-owned business for more than 25 years, Pet Cremation Services (PCS) works with both pet owners and a network of veterinarians to ensure that the final goodbye for each pet, equine, and large animal is cared for with integrity. While they are leading the way in the industry with outstanding service and processes, the brand was outdated and their digital presence was nearly non-existent.
After identifying MJ2 Marketing via the Columbus Business First Book of Lists, PCS enlisted the assistance of the MJ2 team to completely overhaul its brand, including its logo and brand standards, online digital presence, and brand messaging.
The logo and updated brand guidelines
The MJ2 creative team developed a logo that represents the care and compassion at the core of PCS. A collaborative effort, the final logo includes a couple of things to note:
- Iconography – The “circle of life” is illustrated through a hand wrapping around and holding a paw in a warm, golden tone, symbolizing that PCS cares for and honorably memorializes pets in the most empathetic and thoughtful way possible.
- Coloration – The contrast of the dark blue and gold colors represents the light in the dark, helping to convey that PCS is here to support and guide families through every step of this difficult time in saying the final goodbye.
The new and improved Pet Cremation Services website
Once the logo and brand standards were finalized, the MJ2 Web Design + Development team got to work creating a new website that reflects the high standards, integrity, and compassion that are at the core of PCS. The website was built for search engine optimization, and to be informative and user-friendly, with pages dedicated to the PCS Services, Process, Memorials, and Pet Loss Resources.
Marketing Collateral
While the world is certainly more digital than ever before, there is still a need for traditional marketing collateral. MJ2 created business cards and note cards with the new branding that allows the PCS team to be omnichannel with its messaging.
Trade Show Booth Design + Event Coverage
The timing of the Midwest Veterinary Conference, hosted in Columbus, was a perfect opportunity to roll out the updated website, collateral and brand messaging. Understanding the need for a consistent brand message throughout every aspect of PCS and its marketing efforts, MJ2 designed the new, improved PCS trade show booth, and supported the PCS team by attending the conference and the PCS private evening happy hour.
Email Marketing Strategy + Execution
An integral component of any digital marketing initiative, email marketing is particularly important to PCS in order to allow them to stay connected to their various industry partners. MJ2 developed a monthly email strategy, along with a plan for the ongoing execution of the campaign. Several email templates were designed focused on the veterinarian and animal hospital audience and the pet owner targeted audience to allow specific messages to be delivered, as appropriate.
Social Media + Facebook Ad Strategy
To help tell the story of PCS and its 25 years of service, the MJ2 Social Media team developed profiles for the company on Facebook, Instagram, and LinkedIn. The social platforms incorporate new creative, event highlights, repurposed user-generated content from Google and Facebook reviews, and curated content that maintains a consistent brand voice while telling the PCS story.
